Unless you are a resort spa, directly after the holiday season, you are likely to see some quieting in your books, and perhaps even your regulars are MIA. What is your plan to attract new consumers, and how will your spa stand out from all of the competition?

You Vs. Your Competition

What Makes a Client Choose Your Spa?

Clients are becoming more aware than ever of the need for spa and wellness services; the messages cannot be escaped, even in mainstream media. But there are plenty of people who are still not sure what happens in a spa, and even more who don’t know what wellness entails.

The nature of the spa industry in America is such that the word spa has no clear connotation; it may be attached to a nail, tanning salon or hair salon as often as it is used in conjunction with skin and body services. The ubiquitous nature of the word is good for marketing in the sense that consumers are seeing it often and that reinforces the idea that spa is not just for special occasions. But it’s not helpful if consumers don’t know what it is. Therefore, one of the main concepts framing your spa marketing plan has to be clear communication of what your particular spa is, and is not.

It is likely that you have massage, body and/or skin care services on the menu, but beyond that, what words or concepts help to define your spa?

Is it botanical, holistic, organic?

Do you use Italian products?

Are you known for your customer service or outstanding results?

Is your staff highly-trained?

Many spa owners try an everything-but-the-kitchen-sink approach to creating spa businesses; long lists of every treatment imaginable, but no soul or clear identity. The more facilities like this exist, the more commoditized spa services become, and if your spa does not have a distinct identity or point of view, you will be lost in the crowd.

This article on branding gives some helpful hints on the best approach. Certainly, one of the important focal points in developing a brand identity is to make sure it resonates with your previously identified target audience. Don’t develop a spa concept or treatment menu because it interests you, make sure there is a community of prospective clients who need/want what you are offering, and also ensure that your spa is conveniently located for those prospects.